"White.net [SEOptimise] are a real asset, expert in their field and totally invested in our business."
- James Nethercott, Marketing Manager, Miele GB
Prior to 2010, Miele GB was primarily selling its products through channel partners, including John Lewis, Currys, Coment and other high-end kitchen retailers. However, in 2010, the company started looking to sell its products directly through its own site. We were briefed to promote Miele products online with the view to convert sales.
The www.miele.co.uk website had originally been set up as a brand-building tool, so following a thorough audit of all product pages we made recommendations to change and develop new landing pages, witha strong focus on conversions.
Implementation of Google Analytics tracking for conversions, the revenue generated through PPC and consequently ROI. A/B testing campaigns for a small section of products initially focussing on vacuum cleaners. As overall ROI for all PPC campaigns started to increase, more and more products were added into the campaign, along with Miele’s cookery schools, and campaign promoting their showrooms. Integrated TV and PPC campaigns for certain products, such as vacuum cleaners. The ‘buy directly online’ proposition had continued to grow.
Due to the success of our past three years of PPC campaigns, Miele GB is seeking to develop the ‘buy directly online’ proposition even further and is looking to become a serious online competitor to the channel partners. We are now reviewing the website content to ensure that a sturdy conversion rate optimisation strategy is implemented. This will enhance the performance of the sites as an online store and further increase ROI through both PPC and SEO channels.
Working with White.net has seen an increase in conversion by 242%.
We increase referral traffic from the Knowthenet social media accounts by 153%.